The numbers
65
credit card submissions in 3 months
32%
of trials submitted credit cards
80+
new signups per month
The challenge
Bloom is all in one business management software from invoicing, to contract management for freelancers and small businesses.
Bloom wanted to get more paid trials and scale their growth faster, but didn’t have any experience in paid ads.
The generic business management software, crm, and project management is very competitive and has very high costs per click making it hard for unit economics to work out.
The solution
Picking the strongest use cases
In order not to compete in bidding wars with big brands on generic topics, we picked the strongest Bloom niche product - invoice creator for photographers and freelancers. That allowed us to have an advantage and higher conversion rates.
Strong relevance and messaging
Campaign structure
We created a keyword - ad group structure to keep the highest relevance for users. When someone is looking to create an invoice, he will see the ad about creating invoices and the landing page will be answering the user's search query.
Messaging focused on benefits and outcomes
In order to make our ads strong, we used a lot of value propositions for their ICP. What are the benefits of using Bloom’s invoice maker? What will they achieve using it?
- Who is it for?
- How to solve my pain points?
- What’s there for me?
- What will I get?
That helped our ads to stand out from the crowd, increase CTR, be relevant, and improve our conversion rates.
Landing pages for higher conversion rates
As the cost per click in this industry is high, increasing conversion rates will allow us to get more users for the same budget, decreasing our CPA.
We organized custom landing pages around one strong product use case and 1 target persona - photographers, studio owners, small freelance businesses.
When a potential user is searching for “invoice maker” or “photographer invoice”, they will land exactly on the solution he is looking for - improving user experience.
All landing pages sections:
- Speak benefit driven language
- Are nicely designed to showcase the product
- Use value propositions everywhere
- Optimized for one goal
That increased relevance, conversion rates, and user engagement - making our acquisition costs lower.
Creative retargeting on Facebook
In order to re-engage with potential users and make them come back to Bloom - we decided to retarget high intent audiences.
- People who signed up, use the product, but didn’t pay
- People who recently visited product pages
- People who initiated checkouts but left
It’s very important to grab attention from a few seconds on Facebook. We used screaming images out of the box, memes - all resonating to our target audience - photographers and freelancers.
That resulted in more trials who added their credit cards at a reasonable CPA.
The result
More quality trials who submitted credit cards from paid channels.
Strategies that we implemented helped Bloom to figure out paid channels, increase MRR, and get additional trials at reasonable acquisition costs, including:
- 65 additional credit card trials in 1 quarter
- 32% trial to paid conversion rate
- At least 80+ new signups per month
If you want to achieve similar or better results, schedule a call with us.
We got 200+ new signups and product users in a couple of months. We reached 65 credit card submissions from our paid campaigns from May until July. Around 32% of new users submitted their credit cards. They were professional and delivered their performance exactly as promised.
